Sheraton becomes the first in the hotel industry to embraces social media, and features consumer travel stories, tips and photos.

Sheraton Hotels & Resorts announced today the launch of the new sheraton.com - the first hotel industry website to embrace social media and feature user generated content. Designed as a global community that consumers can belong to, the new site invites visitors to share stories, tips and photos about their best travel finds, destination favorites and passion for travel.

The new sheraton.com is part of the brand's promise to move beyond merely transacting with customers to instead providing meaningful experiences to support the Sheraton brand's positioning around warm, comforting, connections.

Looking for a perfect trattoria near the Piazza del Duomo in Florence that isn't overrun with tourists? In search of off the beaten path antique shops in London? Dying to visit a small live music venue with the best local bands in Chicago? The easily navigable site not only allows visitors to search and book the best rates but they can also access thousands of stories and recommendations from customers touting hidden travel gems around the world and personal destination favorites. To date, more than 2,000 stories have been posted that consumers can reference when planning their next trip.

"Our new site reflects the way people shop and research travel today," said Chad Waetzig, Senior Vice President of Marketing for Sheraton Hotels. "I can't think of another industry where word of mouth is as important and influential as it is in the travel industry, and we wanted to be the first hotel company to introduce a social networking website where travelers from around the world provide content by sharing their own travel experiences. And what better way to invite guests to belong than to share their travel reviews and pictures? "

Explore Our Global Neighborhood

Upon entering sheraton.com, visitors are invited to explore what other guests are saying about their travels. The home page starts with a globe welcoming you to the Sheraton brand's "global neighborhood" that is organized by region and populated with pictures and stories that have been submitted by guests and travelers. Once a hotel is selected, a full description will appear along with a guest gallery that includes personal travel stories and photos from guests who have stayed at that property or visited that destination. Need help? Visitors can choose to 'click to call' to be connected to a Sheraton team member via their phone and coming soon, they can participate in a 'live chat', where guests questions can be asked and responded to in writing, live time.

Share Your Story and a Chance for a Free Vacation

Have a travel story you want to share? In celebration of the site's re-launch, Sheraton is inviting people to share their travel stories for a chance to win a grand prize vacation that includes five rooms for five nights at any Sheraton hotel and resort around the world, roundtrip airfare for five people, $5,000 spending money and five digital cameras to capture all the memories. You don't have to be a Sheraton guest to share your story and complete details on the "Sherabration Sweepstakes," including entry forms and official terms and conditions, can be located at sheraton.com